Once you’ve won the sale, it’s time to overcome, or better yet, prevent, challenges in the customer relationship. These come in several forms, such as buyer’s remorse (a topic for a future article) and third-party barriers. Third-party barriers are items dependent on others that occur between obtaining the signature and completing the project.
Often, those steps are outside the control of the client and the business. However, in the absence of proactive communication, customers will blame the business.
For example, in the remodeling and home services industries, many projects require building permits and inspections. The business makes these requests, but the timing depends on the local building officials. Other steps in a construction project might include financing, appraisals, and supplier deliveries. All of which are dependent on others, and their ability to perform in a timely manner. Those are all potential third-party barriers to getting the project to the next step or completed.
Your industry likely has its own barriers. For R2R Marketing, we often need access to a client’s website, domains, Google Analytics account, and other information. That access can take time and involve a lot of back-and-forth, particularly when transitioning from one provider to another.
Barriers are burdens to both parties and can lead to frustration if they aren’t addressed with clear communication and regular status updates. A homeowner will feel more understanding about a permit or inspection delay if they are told when the request was made and given regular status updates. Even better if the process is shared ahead of time, and potential delays and their associated impacts are explained before the project starts.
What are the potential third-party barriers for your customers and clients? Are there ways you can help ensure these barriers don’t disrupt a good customer relationship, future referrals, or repeat business?
